Guidelines for Voice, Tone, and Formatting Company Voice When you think of a familiar brand, what is the one adjective to describe them? Are they funny, expressive, neutral, or serious? Your company voice is how you want to be perceived by your audience. Source: Hubspot Are your products described as fun and outgoing? Or are they innovative and cutting edge? Your company voice stays consistent over time, thus the reasoning behind its inclusion in a style guide. Brand Tone The brand tone is a little bit different. Tone can change in all messaging on a day-to-day basis. This applies to how a company responds on social media or even to a Google review. It’s important to be consistent with your voice and tone, as it represents your company as a whole. Formatting Your style guide should also include rules on how things are formatted. This includes headers, subheaders, how type is to be used when bolded, italicized, and so on. Formatting is especially important for any client-facing documents, such as articles, email newsletters, and presentations. With a defined format, your readers will be able to digest content and information easier.
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